Many people have a misconception that due the emergence of several other advertising techniques in the market, the effectiveness of billboard advertising has lessened. However, billboard advertising strategy has certainly proven to be beneficial for several businesses around the globe.
What is Billboard Advertising?
The term ‘billboard advertising’ relates to the usage of signs along the roadways and waysides for the purpose of advertising and promoting a range of products and services. Generally, the signs that are utilized for such wayside advertising purposes ought to be above a specific size in order to be genuinely referred to as billboards. The signs’ size should be big enough, so that the driver or passengers in an automobile can understandably read the lettering while the vehicle is in motion.
Although a majority of advertisers employ electronic and other kinds of advertising and marketing strategies, billboard advertising continues to be an efficient method of reaching out to consumers. Since the advertisements on billboards are available for consumers to see at any point of time, billboard advertising works very efficaciously in conjunction with other advertisement alternatives. Nowadays, it is normal for businesses to list website addresses on billboards for attracting attention to goods, services, or sites of interest. This kind of complimentary advertisement enables billboard advertising to be carried out in harmony with other publicizing strategies and further better the overall potential of marketing campaigns.
History of Billboard Advertising
The usage of billboard advertising strategy has been in existence for some decades now. Before automobiles came into existence, primitive models of billboards were occasionally employed to inform people traveling on foot, horseback, or by carriage that an inn can be found ahead within a particular distance. Along with naming the inn and rendering the estimation of the distance to any place, the billboard sometimes listed few of the amenities like clean beds, good food, and the availability of facilities to house the carriage or stable the horse. During the 20th century, the increasing use of vehicles rapidly resulted in companies employing billboard advertising to air a broad range of goods and services.
Motor villages and motels purchased or rented billboards as to direct prospective consumers to their facilities. Various towns and metropolises availed the aid of billboard advertising to attract travelers to stop for a considerable period of time to view few sights and attractions in the locality before moving ahead with their journey. Wayside eating houses employed billboards to publicize hot meals at competitive rates. Billboard advertising effectiveness resulted in producing a completely new branch of the advertising industry, since customers required newer and more appealing advertisements which would catch the eye and induce travelers to halt and spend money for services provided by several facilities.
Billboard Advertising Effectiveness
There are various kinds of billboards available in the market, and depending on these types, their effectiveness varies. Considering the fact that advertisements on billboards are visible 24×7, they are very effective in promoting goods or services. The effectiveness of billboard advertising also depends on visibility with regard to traffic and population. The most effective billboard advertisements are those that have high visibility with regard to traffic and population. Typically, to get high visibility, many billboards, or a higher number of billboards, are used. In addition to helping with the effectiveness, many billboards also reduce the cost per billboard, thus reducing the money spent on billboard advertising.
Painted billboards, also known as painted bulletins, are covered with an outdoor paint which is resistant to weather. Some outdoor paints are specially made to withstand fading. Advertising on these type of billboards is typically good only for a month or two. After that, in spite of the special paint, these boards tend to fade and lose out on effectiveness. Poster billboards are also utilized for outdoor advertising. They are impressed on 8 to 30 sheets of heavy paper, according to the size. These types of billboards also last just for about a month, depending on weather conditions, after which it is better to remove them. Using vinyl boards is the latest method of billboard advertising. These billboards relate to attractive color, durable life, and really fine graphics and artwork. They have a brighter appearance, which look much better than conventional billboards. They are usually sprayed with an UV protective coat, and can last for years. There is a possibility of the wind getting under and rippling them, since they are not stuck to the surface but attached to the edges. But of all the types of billboards, the vinyl ones contribute largely to the billboard advertising effectiveness.
Outdoor publicizing is speedily gaining in popularity. The wider coverage and cost-effectiveness of billboards advertising is unquestionable. At present, businesses spend over $6 billion on outdoor advertising, which has certainly proven to be an effective technique of product and service promotions. Billboard advertising continues to be considered as a quality mean of expressing an organization’s sales content and market goods and services.
Advantages and Benefits of Billboard Advertising
Billboard advertisements catch the attention of prospective consumers like no other type of advertising can. When it comes to cost effectiveness and saving, billboards are prominent alternatives that are considered by most businesses. They create a brand awareness and a strong name recognition among passers-by. This is due to the colorful, innovative, and catchy product and service advertisements which are likely to have a more positive impact on the minds of people. Billboard advertisements spread out to a wide area and to thousands of people each day. They mainly target a particular market according to regions. There is no possibility of the advertisements to be lost in a mix of market contenders and editorials. The sales information and messages are passed on ceaselessly and frequently. Billboard advertising helps prospective consumers to find and reach the location of your business.